Business & Finance: Fitch Won't Save It

"You've got a very bad head condition," says the barber delicately.

"Dandruff, you mean?" says the victim in the chair.

Solemnly the barber nods, solemnly picks up a bottle. . . .

In 1892, Frederick W. Fitch was a barber in Madrid, Iowa (pop. 565). His shampoo became so popular that he quit barbering to make "Fitch's Dandruff Remover Shampoo." By last year, his company had annual sales of $11,000,000. The advertising that did the trick: "Fitch Shampoo removes every trace of dandruff on first application. . . ."

Last week, after 54 years of such advertising, the Federal Trade Commission decided that it was...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!